Sustainability Values Do Not Guarantee Tourists Will Pay for Carbon Offsets
A University of Portsmouth study found that tourists with strong sustainability values were more likely than others to say they would pay for carbon offsets, but more than a third of that group still would not. The research, published in Sustainability, suggests environmental concern does not automatically lead to willingness to pay for greener vacations. The findings come as new EU rules tighten scrutiny of environmental marketing claims.
A University of Portsmouth study grouped tourists according to sustainability values. The higher-values group showed greater concern about global warming and was nearly twice as likely to say they would pay for carbon offsets. The work appeared in Sustainability.
The team grouped sustainability values into four themes: respect for nature, social equity and solidarity, tolerance, and shared responsibility. Even so, the higher-values group was not uniform: over a third still would not pay extra. The EU’s Empowering Consumers for the Green Transition Directive, in force since late September 2026, now puts more pressure on environmental marketing claims.
The findings could affect how tourism businesses and offset providers communicate with travelers. Companies may need clearer, verifiable explanations of what offset payments fund, while consumers may become more skeptical of vague green claims. Policymakers and regulators could use such evidence when assessing environmental marketing rules. Travelers who value sustainability may still weigh cost, trust, and convenience before paying extra, so the gap between stated concern and actual spending may shape demand for greener vacations.